• Graham Henrickson

Understanding 'Brand Signature'

Updated: Mar 1



To understand 'BRAND SIGNATURE', you first need to know about 'touch points'.


Touch Points

Touch points are the points of contact or connection between a business and its customers. While some are easy to identify like a website, shopping bags or Facebook Page, others are less so. Being less noticeable doesn’t make them less important, that’s because each and every touchpoint communicates something about a business/brand.​


Lights, Camera .... Action

Just like the saying above, Brand Signature is achieved through the combination of different elements. A logo is how most people identify brands and it's usually the first thing that comes to mind when asked if we can recall a brand. But the strongest brands are those that use attributes other than just a logo to distinguish themselves. While some of these attributes are plain to see like corporate images and colours, others such as font type or advertising layout are more subtle. 'Brand Signature' is achieved by defining each of these attributes and then applying them across every example of company communication. This includes the recorded messages that play on a company telephone system.


Applying Brand Signature to every touch point is the execution of a basic marketing principle – as you increase the number of times consumers are exposed to a brand image/message/attributes you increase the likelihood that brand will be recognised and remembered.


Brand Sense in Being Adopted by the World's Biggest Brands

In most cases, our brand experiences are based on something we see (sight). This explains why a logo is usually the first thing that comes to mind. But recent studies have found that if the brand experience involves more than one sense, then the results are dramatically increased. So by adding sound, smell or texture to the brand experience the effect is longer lasting than a logo alone. ​This way of thinking has already been adopted by some of the world’s most famous brands (i.e. Coke, Intel, Singapore Airlines) and it's easy to implement with your own brand/business. In fact, it's much easier to do so with a small business that it is for a big one.


The Singapore Airlines Brand Experience

The Singapore Airlines brand experience goes beyond the livery of its aircraft fleet and the iconic 'SIA Girl'. Among the many elements that make up the Singapore Airlines brand experience is an exclusive and specially created signature fragrance. It's worn by all cabin crew, sprayed on-board all aircraft and infused into the hand towels. By doing so, Singapore Airlines hopes to create a sense of familiarity which has a calming influence on passengers. The scent leaves a lasting impression on the subconscious that is reawakened and reinforced each time you fly.



To implement a Brand Signature program in your business, you first need to conduct a brand audit to identify all your touch points. This is easy enough, as it involves collecting evidence of what customers experience at every touch point i.e. voice messages, tax invoices etc. However, defining the elements of your Brand Signature and then engineering each touch point to leave the same, consistent and positive brand impression is another thing altogether. This requires experience and expertise. ​


idResults has proven expertise in creating and implementing brand signature.



idResults are experts in web strategy and design for aspirational brands, trades, and services as well as healthcare professionals. For an obligation free and confidential discussion about your website or web strategy Call Us on 0419 491 485 or use our Contact Us Form